Establishing your practice as a premier aesthetics destination is much easier when you have a strong online presence to back it up. Oftentimes, this is because your digital channels are the first interaction patients will have with your brand and serve as the deciding factor when choosing between you and your competitors.
To help your practice scale effectively and profitably, we’ve put together a list of six marketing tactics that will help you establish a strong online brand presence.
- Design your Website
Your practice’s website should clearly reflect all of the amazing services you offer, including basic practice information such as where you’re located, contact information, and an “About Us” section. This information should be straightforward and easy to find.
Make sure that you update your website frequently to reflect changes, specials, and new treatment offerings. An outdated website is a surefire way to deter new patients from checking out your business.
A few elements to think about as you put your website design together include:
- On brand colors, logos, and images
- Pictures of your practice and staff
- List of services and offerings
- Before and after images
- Frequent and clickable call-to-actions such as “contact us to learn more” or “follow us on social media for more before and afters”
- Adding a client review page
Your site navigation should look something like this:
- Home Page
- About Us
- Offering 1
- Offering 2
- Offering 3
- Blog (if applicable)
- Contact Us
- Implement Basic SEO Tactics
Search engine optimization (SEO) techniques can help your website stand out from other aesthetics practices. When implemented successfully, SEO is an effective method for increasing market share and boosting revenue.
SEO is the process of bringing your website to the top of the search engine results page and making it easily accessible to your target audience. One of the easiest ways to boost your SEO ranking is by having a clear site navigation, as mentioned above. You can also research keywords, create a Google Business Profile, and build links to improve your search ranking.
- Establish your Social Media Profiles
Social media can seem daunting, but it doesn’t have to be. Facebook, Instagram, and TikTok can be fantastic channels for sourcing new patients, and they allow you to quickly engage with clients. Not to mention, these channels make it easier for you to create a library of images, videos, and before and afters – the best kind of social proof!
Set a goal of posting two to three times per week on Instagram and leverage the same posts on your practice’s Facebook page. Aim for one of your weekly posts to be a TikTok, then leverage the same video for Instagram Reels. If you’re a bit apprehensive about creating your first TikTok or Reel, try searching for a “reel template” on Instagram or putting a video of a treatment to a trending sound.
Sites like Loomly and Planoly can make it easier to plan and schedule your social content. In addition to helping you organize your social calendar, these apps streamline the graphic creation, caption writing, and hashtag process. They can also alert you about the best time to post and help you make sure your feed looks aesthetically pleasing.
- Publish Engaging Content
Now that you have your social channels up and running, it’s time to focus on your content. Don’t complicate your content strategy. Simply repurposing the items your customers tag you in and sharing in-the-moment practice updates will help you establish your brand and keep your practice top-of-mind.
A sample posting schedule could look like this:
- Monday: Promote offer or event
- Tuesday: Repost client story content
- Wednesday: Reel
- Thursday: Talk about a product or service
- Friday: Tour of your practice or staff highlight
And here are a few post ideas to get you started:
- Product features
- Client before and afters
- Discounts and promotions
- Treatment walkthroughs
- Services to consider due to seasonality
- Photos of your practice
- Staff highlights
- Client testimonials
- Ask for Reviews
Reviews make it easier for new patients to find you. Just like word of mouth referrals, reviews help prospective patients know that your services are credible. Incentivize patients to leave reviews by offering small promotions or discounts. You can also share these reviews and testimonials on your social profiles. Two birds, one stone!
- Test your Marketing Tactics
Marketing does not follow a one-size fits all approach. What works for your competitors may not work for you, and that’s okay! Don’t be afraid to mix things up, test new social channels, and content formats. Just make sure to monitor your efforts with ongoing reporting. From there, you’ll be able to make tweaks and optimize your tactics over time.
At Synergy, we are here to support you and all of your marketing needs. OUR TEAM WOULD LOVE TO HEAR FROM YOU, LET’S CHAT!